Principles of international marketing:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Oxford u.a.
Blackwell
1994
|
| Edition: | 1. publ. |
| Series: | Blackwell business
Principles of export guidebooks |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XVIII, 189 S. |
| ISBN: | 0631192514 |
Staff View
MARC
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Record in the Search Index
| _version_ | 1804124092611166208 |
|---|---|
| adam_text | Contents
List of Figures and Tables ix
Foreword xi
Series Editor s Introduction xiii
About The Institute of Export Examinations xv
1 Selecting a Marketing Strategy: Case Study 1 1
2 Selecting a Marketing Strategy: Case Study 2 21
3 Selecting a Marketing Strategy: Case Study 3 39
4 World Markets 59
Western Europe 60
Eastern Europe 61
North America 62
Central and Latin America 63
Africa 64
Middle East 65
Far East and the Pacific Rim 66
Australasia 69
Indian Subcontinent 69
Natural Trade Groupings 70
World Economic Environment 71
GATT 76
Questions for Discussion 77
5 Physical Distribution Factors in
International Marketing 79
The Nature of Physical Distribution and its
Role within the Firm 79
The Total Distribution Cost Concept 81
Distribution Costs in Relation to the Firm s
Cost Structure 84
Problems in Physical Distribution and
their Solutions 85
Physical Distribution and the Role of the
Distribution Channel 88
The Role of Computers in Physical Distribution 88
Questions for Discussion 89
6 United Kingdom Distribution Channels 91
Organization of the Export Office 91
Freight Forwarders 92
Export Packers 93
Export Managers 93
Piggyback Arrangements 95
Export Houses 97
Group Sales 98
Consortia 99
Direct Representation 101
Recruitment and Selection of
Travelling Representatives 102
Questions for Discussion 104
7 Overseas Distribution Channels 105
Sales Through Intermediaries 105
Agents 105
Distributors 107
Consignment Stocks 108
Selection of an Intermediary 110
Appointment and Agreement 111
Motivation and Control of Intermediaries 113
Combination of Intermediary and Travelling
Representative 114
Exclusive and Specialist Outlets 115
Developments and Patterns 115
Questions for Discussion 116
8 Company Owned Distribution Channels 117
Branch Office 117
Subsidiary Companies 119
Contract Manufacture 121
Local Assembly 122
Acquiring (or Merging With) a Company
Overseas 123
Control of Overseas Distribution Channels 124
Questions for Discussion 125
9 Licensing, Franchising, Joint Ventures and
Management Contracts 127 f
Licensing 127 !
Franchising 129 I
Management Contracting 130 /
Joint Ventures 131
Control of Joint Ventures 133 /
Questions for Discussion 134
10 Other Distribution Channels and
Channel Selection 137
Cooperatives 137
Mail Order 137
Market Stalls 138
The Tied Trade 138
Home Shopping 138
Consultancies 138
Trading Companies 138
Special Interest Groups 139
Evaluation and Selection of a Distribution
Channel 139
Working with the Distribution Channel 143
Questions for Discussion 144
11 Visiting Overseas Markets 147
Objectives 147
Preparation 148
Arrangements for the Visit 149
Conduct in the Market 151
Reporting and Follow up 152
Questions for Discussion 153
12 The Role of Service in International
Marketing 155
Service as Part of the Total Product 155
Exporting Knowhow and Services 159
Questions for Discussion 161
13 Promotion 163
Advertising 163
Public Relations 164
Sales Promotion 165
Overseas Trade Fairs and Exhibitions 168
Personal Selling 169
Direct Marketing 169
Packaging 171
Planning a Campaign 172
Problems of Promotion in the
International Context 173
The Role of the Advertising Agency 175
Questions for Discussion 175
Index 177
List of Figures
and Tables
Table 5.1: Distribution cost analysis 82
Figure 10.1: Costs of different methods of
market entry 140
|
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| indexdate | 2024-07-09T17:40:10Z |
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| isbn | 0631192514 |
| language | English |
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| physical | XVIII, 189 S. |
| publishDate | 1994 |
| publishDateSearch | 1994 |
| publishDateSort | 1994 |
| publisher | Blackwell |
| record_format | marc |
| series2 | Blackwell business Principles of export guidebooks |
| spelling | Spencer, Julia Verfasser aut Principles of international marketing Julia Spencer International marketing 1. publ. Oxford u.a. Blackwell 1994 XVIII, 189 S. txt rdacontent n rdamedia nc rdacarrier Blackwell business Principles of export guidebooks international markedsføring Export marketing Export marketing -- Great Britain Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Großbritannien Internationales Marketing (DE-588)4125431-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006446557&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Spencer, Julia Principles of international marketing international markedsføring Export marketing Export marketing -- Great Britain Internationales Marketing (DE-588)4125431-4 gnd |
| subject_GND | (DE-588)4125431-4 |
| title | Principles of international marketing |
| title_alt | International marketing |
| title_auth | Principles of international marketing |
| title_exact_search | Principles of international marketing |
| title_full | Principles of international marketing Julia Spencer |
| title_fullStr | Principles of international marketing Julia Spencer |
| title_full_unstemmed | Principles of international marketing Julia Spencer |
| title_short | Principles of international marketing |
| title_sort | principles of international marketing |
| topic | international markedsføring Export marketing Export marketing -- Great Britain Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | international markedsføring Export marketing Export marketing -- Great Britain Internationales Marketing Großbritannien |
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